[New deadline] Comunicação e Sociedade: call for papers on “Advertising and Sustainable Development”

Between June 16 and October 15 October 31, the call for papers for the Comunicação e Sociedade on “Advertising and Sustainable Development” is open.

Thematic Editors: Sara Balonas (CECS, Universidade do Minho, Portugal), Sónia Silva (CECS, Universidade do Minho e Universidade de Trás-os-Montes e Alto Douro, Portugal) e Isabel Ruiz Mora (Universidad de Málaga, Espanha)

In an era characterised by significant worldwide environmental and social challenges, concepts such as corporate social responsibility, sustainable development, corporate political advocacy or corporate citizenship have become part of the corporate lexicon. Against this backdrop, we propose a critical reflection on the transformations affecting the communicational dimension of brands, understanding the role of advertising in these processes.

The impacts of climate change are increasingly tangible, prompting societies to awaken to the crucial importance of sustainability – from the outset, almost replacing the focus on “meeting the needs of the present without compromising the ability of future generations to meet their own needs” with another sense of urgency: “do we still have time?” However, the topic of sustainability is also social. Social movements are gaining momentum (protests and initiatives for gender equality, freedom of expression, inclusion, and diversity are some examples). Simultaneously, the economic and business dimension is also being called upon insofar as production and consumption are undergoing significant transformations to meet sustainability principles. In this context, how do brands position themselves, and how do they communicate with vigilant citizens? How are their messages perceived? What role does advertising play in the brand-consumer relationship? How do brands position themselves in this dynamic landscape, and how do they communicate with vigilant citizens? How are their messages perceived? What role does advertising play in shaping the brand-consumer relationship?

According to a recent study on Sustainability and Advertising conducted by IPSOS VIEWS (September 2022), an increasing number of brands communicate the sustainability dimension through advertising campaigns. Furthermore, people expect advertisers to act towards sustainability. While research on the intersection of Advertising, Social Responsibility, and Sustainability has witnessed significant growth in recent years, it is clear that the topic is far from being exhausted. This proposal summons a series of perspectives, starting from the triad Brands – Corporate Social Responsibility – Advertising – to challenge new looks in depth:

  • Brands: forms of corporate activism and the Role of Advertising
  • Social Responsibility, Advertising, and Relevance of Brands
  • Advertising and social footprint of brands
  • Advertising for social causes vs Advertising and Social Responsibility strategies
  • Advertising, social responsibility and greenwashing
  • Social responsibility of brands and the citizen consumer (reception studies)
  • Creativity in Sustainability communication
  • To communicate or not to communicate social responsibility
  • Activism and participative communication
  • Responsible advertising
  • Advertising and social change

Proposals submission (full manuscript): June 16 to October 15 October 31 2023


Papers can be submitted in English or Portuguese. The articles selected for publication will be translated into Portuguese or English, respectively, being published in both languages.


Comunicação e Sociedade is an open-access academic journal operating according to the demanding standards of the peer-review system and operates on a double-blind peer-review process. After submission, each paper will be distributed to two reviewers, previously invited to evaluate it according to its academic quality, originality, and relevance to the objectives and scope of the theme.

Originals should be submitted through the journal’s website. When accessing Comunicação e Sociedade for the first time, you must register before submitting your article (instructions to register here).

Refer to the guidelines for authors here.

For further information, please contact: comunicacaoesociedade@ics.uminho.pt

[Posted: 15-06-2023]